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Recruiting Intelligence

Recruiting Intel Digest: The Most Useful Stuff from Q2 2022

…and that’s a wrap for Q2 ‘22. While personally there were a few bumps along the way (thanks Covid for yanking #NAFSA2022 out from under me!), overall, the industry’s mood is decidedly improved over this time last year. Cautiously so, anyway.

Recent news we are following says that language programs are starting to recover from huge pandemic losses. Middle Eastern adults/executives are showing up first. As we know, language programs often act as canaries in the coal mine falling or rising in advance of fuller degree/certificate programs.

We bet you likely didn’t catch all of our posts this spring, admissions season being what it is – busy. Not to worry, we’ve compiled a few we think you won’t want to miss. Read on for our quarterly recap of the most valuable news from Q2 2022 and the Intead resources available to you.

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Rinse and Repeat is Not the Answer

Every CFO’s dilemma: how much discounting do we have to do to fill our classes?

But before you get there, it is the Enrollment Management team’s job to answer a few other questions:

  1. To whom do we market? (this takes us from suspect to application)
  2. Whom do we accept? (this takes us from applicant to accepted pool)
  3. And now we turn to the CFO and financial aid team to answer, “How much do we award them?” (this takes us from accepted to tuition-paying)

The Intead team is hyper-focused on question number 1 in ways that others in the student marketing world seem to miss or oversimplify. Zip code and IPEDS analyses will tell you that there are roughly 250K families in the US able to afford tuition bills of $30K or more. And that pool is shrinking as the Chronicle of Higher Ed and industry analysts consistently remind us. The fear of 2025 is growing!

Private institutions have faced, and will continue to face, a world of trouble in the years ahead. If you are not clear about what makes your institution highly valuable to your target audience (and no, the answer is not, “we provide a personalized level of attention to our students”), then your classrooms and dorms are going to look sparser. Those doubles you converted to triples will be double again.

And for other institutions, those with lower price points, there are significant headwinds in terms of how students and parents are evaluating your value as well. Competition will continue to grow.

We'll be talking about all of this at #NAFSA2022 in Denver in just 5 weeks. Please be in touch to set up a meeting or join us for one of our four interactive NAFSA presentations where we are honored to share the dais with our colleagues from Benedict College, San Diego State University, Clark University, Northeastern University, CIEE, ICEF, and GNET.  

With this post we share our concern, and it should be yours as well, that the marketing agencies offering enrollment/recruitment services for so many institutions are taking their marketing plans from their most recent client and applying them to the next one that comes in the door.

Literally, some of them are simply slapping your logo on the marketing plan they delivered to the client that came before you and selling it to you as something unique and fresh. They are that cynical about their own work and what you are doing on your campus.🙄

Read on for tips on how to frame the pertinent questions and approach the answers for your institution. While the framework has common elements for all, the resulting marketing plan must be different based on your specific institution type, location, ranking and academic strengths, tuition, culture, etc.

Your student enrollment marketing must focus on what makes you, you.

We’re here to say very loudly: rinse and repeat is not the answer.

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How to Say 'No' to Ideas That Aren't Good Enough (Reboot)

Leaders of the student enrollment revolution, we’re here for you.

With so much planning going on for an enrollment cycle so very in flux, and past trend data not quite so predictive as it used to be, we thought now would be a good time to reboot one of our most popular posts, “How to Say ‘No’ to Ideas That Aren’t Good Enough.”

It should be a helpful tool at a time when focus is essential in the midst of so many #EdTech solutions and platforms for recruitment and enrollment continually seek your attention.

Read on for the 5 questions every leader must ask and every department must answer when presented with new plans – those that seem great, not so great, or maybe just crazy enough to work.

Join us at #Nafsa2022 in Denver where we will be offering up four presentations with a range of partners on everything from innovative influencer marketing to new ways to maximize the talent of your global recruiting agent network. We'll be focusing on the need for flexibility throughout your student recruitment and enrollment efforts. Schedule a meeting with a simple email.

We’re here to help you focus on the initiatives that will produce results and justify that budget.

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Recruiting Intel Digest: The Most Useful Stuff from Q1 2022

The first quarter of 2022 dealt its fair share of surprises, and then some. The pandemic loosened its grip (for the time being). Northern Europe was thrust into a war. These events are deeply personal and deeply tied to our everyday work in higher education. And then there were the everyday surprises courtesy of another enrollment and budget planning season. Still, the world kept turning and we kept acting on the opportunities we see for improvement in everything we are able to touch.

In the midst of all this, you may have missed a few of our top posts. No matter! We’re here to point you in the right direction. Read on for our quarterly recap of the most valuable stuff from Q1 2022 and the Intead resources available to you.

And, if you’ll be attending the NAFSA 2022 in Denver (May 31-June 3), be in touch so we can set aside time for a coffee and exchange of ideas. We’ll have 4 NAFSA presentations all covering different aspects of global recruiting. One of them has been selected by NAFSA for live-stream to give more folks access to the amazing panel that includes Benedict College, Clark University, and CIEE. More on that in the coming weeks.

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Recruiting Intel Digest: The Most Useful Stuff from Q4 2021

Wrapping up 2021 was no easy feat. We’ve seen student enrollment numbers fall, rise, and flatten with the evolving worldwide pandemic that is COVID-19. More than a few in our field are burned out and trying hard to muster the energy to figure out how to bring their students the best experience possible.

We’re right there with you, wherever you are. Time to turn our focus to what we’ve learned from our recent experiences. Settle in for a Q4 wrap up of the info that can help you shape your 2022-23 plans. From strategy to tactics like chatbots and student recruitment platforms we know all of this will be up your ally.

Read on for our quarterly recap of Intead resources available to you — Q4, all in one place.
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Intead’s Top 10 Blog Posts of 2021

Enrollment professionals around the world tapped and clicked throughout 2021 looking for insight. They found it here on the Intead blog and now you can see what resonated most. Presenting, our Top 10 Blog Posts of 2021.

It was a tough year with far too much ambiguity. Intead’s global network kept readers abreast of what students and parents are thinking and how marketing messages can reach them.

Would you like a cup of coffee in New Orleans with us at AIEA? We’ll be there and look forward to a busy schedule. Be in touch if you’d like to connect. We have a few amazing restaurant recommendations we can share, assuming that kind of gathering is safe and comfortable by the time the event rolls around.

Read on for our Top Posts of 2021 (links included). Great for sharing with your team to help them think creatively about their respective roles and assignments.

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Getting Started With Chatbots

Over the past decade, chatbots have become more accessible and less expensive to universities. By incorporating an AI-powered chatbot into your website, applicants, students, and parents can find answers to their questions instantaneously. Institutions also demonstrate that they have the tech-savviness necessary to educate Gen Z and Millennial students.

The upcoming AIRC conference in Miami will have great learning opportunities on tech tools like chatbots as well as the usual range of international student recruitment insights from all corners of the globe. The Intead team is excited to present alongside our colleagues from Fordham University, Northeastern University, and Massachusetts College of Pharmacy and Health Science. Please be in touch to schedule a meeting with us at the event. 

Our recent presentation at the CIEE Summit offered up perspective on global partnerships and how they support an institution’s larger internationalization effort. Find some of that perspective here: 10 Ways to Develop Strategic Advantage for Enrollment. We are working on providing access to the full recording and slide deck.

Back to the chatbot discussion: with today’s conversational chatbots, you are creating the user experience your important site visitors have come to expect as they traverse the internet every day. It is all about building the relationships that drive enrollment conversion.

Read on for a breakdown of what you’ll want to consider.

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10 Ways To Develop Strategic Advantage For Enrollment

The student recruitment landscape has been in a state of flux that was forced upon all of us. Institutions have adapted in obvious ways (ramping up online education) and subtler ways that vary by institution.

Looking a bit over the horizon, we recognize that there is always the potential for unanticipated disruptions in addition to the challenging factors we see very clearly. As we consider what is next, the lever that has the greatest value is flexibility. The ability to ramp up or down with relative ease. The avoidance of plans that lock us into something long-term constricting our ability to adapt as circumstances change.

Building Flexibility Into the System

With that in mind, we offer up a quick comparison of 10 ways to develop strategic advantage for enrollment and their relative flexibility. In this case, we measure flexibility by two factors:

  • Time: Investment of administrative/staff time into making it happen and sustaining it
  • Money: Investment of capital (cash out) to make it happen

When we consider time, we also think about commitment – alliances and partnerships come with contracts that may or may not be easy to modify or escape from as factors on the ground change.

All in all, we see the largest value in those options that offer the greatest flexibility – least amount of effort (time), least amount of financial investment (money), and ability to ramp up or down on short notice (flexible contracts).

This week, Brad Farnsworth, formerly at ACE and now running Fox Hollow Advisory, will be joining me to present at the CIEE Summit 2021. We will be discussing some of the options raised in this blog post and how they relate to institutional initiatives that deepen internationalization efforts.

Read on for more on those strategic advantages.

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2 Ways to Get Gen Z

It is wonderful to see a number of institutions touting strong, even incredible, increases in applications for their fall 2021 enrollment. And then the crowing over the record number of students actually enrolling. These successes are fabulous, for sure.

Yet, NCES data just released, with about 50% of all institutions reporting, shows the broader, less rosy picture. Most institutions saw average enrollment declines of around 3% (or worse) in various student segments.

Those few who are cheering, and the larger number of enrollment managers furrowing their brows, are evaluating all of this in the context of what happened in fall 2020 when so many institutions saw frightening and dramatic declines. Bigger than the enrollment blips that 2020 and 2021 represent is, of course, the enrollment cliff predicted for 2025/2026. How are institutions preparing for the challenges ahead?

We’ve seen an increasing number of institutions re-evaluating the game plan and getting very concerned about whether or not they appeal to Gen Z. It is a valid question. An important question. And here’s the thing: marketing agencies everywhere are making the most of that question in ways that can be highly misleading – the level of exaggeration coming from the marketing world prompts a bit of an eyeroll.

Sure, the decision-making process has differences today, but honestly, it is more the same than it is different. Not saying institutions seeking to attract and enroll students don’t need to adjust. They do.

Note: We recently presented an AIRC-hosted webinar alongside Technion Israel Institute of Technology talking about digital marketing and Gen Z that is now available to subscribers to our Intead Plus library.

Read on for insights on two important avenues for getting Gen Z to think more seriously about your institution. And join us at the AIRC conference in Miami in December where there will be plenty of talk on this topic.

A key idea: re-evaluate the hoops you make applicants jump through.

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Competitor Analysis: Quick Insights Available

Every enrollment VP is fighting for students who will add value to their institution. Domestic is heading for the 2025 cliff while international is beginning to rebound from the pandemic travel restrictions. 

What better way to win market share than to tell the story that differentiates your institution? This week, for those of you not already familiar, we introduce you to Jon Boeckenstedt and a tool he’s created that can help you see quickly how your institution stacks up to your competition. Jon’s work consistently brings data insights and knowledge of the field to help institutions make better enrollment management decisions.

On the international side of things, be sure to register for the AIRC conference coming up in December where we will be presenting two valuable learning opportunities alongside colleagues from Northeastern University, Fordham Law School, and San Diego State University. Early bird rates are still on the table! See link below. And see you in Miami!

Read on to dive into the amazingly fast competitor insights you can gather and how you might use them to put the best version of your institution’s story out there. 

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